SOURCE: Red Bend Software

February 05, 2007 11:00 ET

Red Bend Software Announces vRapid™ Mobile

New Suite Provides First Comprehensive Approach to Mobile Phone Software Customization for the Global Mass Market

WALTHAM, MA -- (MARKET WIRE) -- February 5, 2007 -- Red Bend Software, the market leader in Mobile Software Management and Firmware Over-the-Air (FOTA) updating solutions for mobile devices, today unveiled its new product suite, vRapid Mobile, which revolutionizes the way that manufacturers and platform providers bring mobile phones to market, and how operators and independent software vendors (ISVs) deliver mobile services.

vRapid Mobile provides the first comprehensive approach to customizing software on mobile phones and delivering targeted mobile services for different consumer segments. Building on Red Bend's patented FOTA software, which updates the entire firmware image as one monolith, vRapid Mobile is the first Mobile Software Management solution that can update, add and remove individual embedded software components on any mobile phone. It creates new revenue opportunities for the entire mobile value chain to deliver software features, applications and services easily and securely over-the-air to feature phones and smartphones already in the hands of consumers:

--  Operators and Service Providers: Increase ARPU by launching new mobile
    services independent of hardware release schedules.
--  Manufacturers: Achieve faster time-to-market for mobile devices by
    delivering new software components over-the-air after phones ship.
--  Platform Providers: Deliver platforms that enable operators to
    customize software assets at point of sale or post-sale for different
    market segments.
--  ISVs: Update or add software to devices already in the hands of
    consumers, increasing competitiveness and time-to-market.
--  Consumers: Enjoy new mobile applications and services, at the press of
    a key, for a more personalized mobile user experience.
    
[Editor's Note: At 3GSM 2007 in Hospitality Suite 4.5HS17, Red Bend will demonstrate the first-ever installation, update and removal of native embedded software applications on a "closed" mobile phone architecture using a commercially available mobile phone from a leading handset manufacturer.]

"There is growing market demand for customized mobile phones and services targeted to different consumer segments, from sports fans to music lovers to traveling professionals. To match the service requirements of operators and the unique lifestyles of consumers, the industry needs a new approach to customization that doesn't create a bottleneck at the factory," said Yoram Salinger, CEO of Red Bend Software. "vRapid Mobile bends industry conventions by extending the reach of customization deeper inside the software architecture of mobile phones, across any mobile software platform, and at any time in a device's lifecycle."

Real-life use-cases for vRapid Mobile include:

--  Adding push-mail capabilities via a messaging client update
--  Upgrading the phone's media player to support a new streaming video
    service
--  Installing a new audio codec to support richer music downloads
--  Enhancing an operator's custom application suite with
    location/navigation services
--  Updating the IP multimedia subsystem (IMS) middleware on a mobile
    phone to efficiently support service providers deploying quadruple play IP-
    based networks
    
"Ovum continues to believe that FOTA is an important tool for mobile operators and handset manufacturers who wish to improve the quality of software on mobile phones, whether by fixing bugs or delivering new features," said Jessica Figueras, Practice Leader, Service Infrastructure, at Ovum. "By bringing certain customisation processes out of the factory, it creates exciting new possibilities for collaboration between operators and manufacturers. A growing number of operators are trialing or deploying FOTA, along with other device management applications, and this has initiated the development of important new collaborative working practices."

vRapid Mobile Product Suite

Building upon standards enablers from the Open Mobile Alliance (OMA), vRapid Mobile provides unprecedented control over the software assets of mobile phones via an extensive suite of tools for deploying, managing and maintaining a limitless number of software versions.

For manufacturers:

--  Client Suite:
    --  Update Installer: Innovative client software for mobile phones,
        based on Red Bend's vCurrent® Mobile, extended to support
        component updating, addition and removal on a diverse range of
        embedded handset platform architectures.
    --  Software Management Extension: Device Management (DM) Client
        extension for ongoing validation and updating of handset component
        configuration data. Interoperable with standard OMA DM clients and
        supports the emerging OMA Software Component Management Object
        (SCOMO) enabler.
--  Component Management Suite: Enables manufacturers to define, describe,
    organize and store components of a handset software release, and then
    to add new component versions, generate updates and package updates
    with management metadata for upload to the server. Functions can be
    provided to third parties, such as ISVs and operators, authorized to
    manage a phone's software.
With vRapid Mobile, Red Bend has expanded its Mobile Software Management portfolio to include a management application for mobile operators and service providers, designed to ease administration and quicken time-to- market in delivering mobile services across a diverse base of handset platforms.

For operators and service providers:

--  Software Management Server Application: Analyzes and manages component
    configuration data retrieved from the handset to support highly scaleable
    component deployment scenarios required by the operator or service
    provider.
    
Availability & Implementation

vRapid Mobile with support for Linux and select feature phone platforms will be available in Q2 2007. Support for Symbian will be available in Q3 2007. Through its successful field experience in testing and piloting vRapid Mobile in 2006, Red Bend is offering manufacturers and operators a comprehensive implementation process and methodology that guides product integration and deployment.

About Red Bend Software

Red Bend Software helps mobile phone manufacturers and network operators to accelerate the adoption of new services and features, respond rapidly to customer needs, and reduce support costs through mobile software management solutions. LG Electronics, BenQ Mobile, NEC, Sharp, Sony Ericsson, and other large handset manufacturers use Red Bend's firmware over-the-air (FOTA) mobile client software to quickly and reliably deliver compact firmware updates to more than 80 million mobile phones already in the hands of consumers. Founded in 1999, Red Bend Software is a privately held, venture capital-financed company with offices in China, Israel, Japan, Korea, the U.K and the U.S. More information about Red Bend Software is available at www.redbend.com.

Contact Information

  • Media Contacts:
    Emerge Public Relations
    Liza Colburn
    +1 617-729-3177
    Email Contact

    Red Bend Software
    Lori Sylvia
    +1 781-890-2090 ext. 224
    Email Contact